Date post: | 14-Jul-2015 |
Category: |
Mobile |
Upload: | morgan-brown |
View: | 1,524 times |
Download: | 4 times |
@morganb growthhackers.com 1
Building a Mobile Growth EngineFebruary 18, 2015
@morganb growthhackers.com 2
Growth is Everything
@morganb growthhackers.com 3
Growth Is Everything
Gabriel Weinberg – DuckDuckGo
“Most startups don’t fail at building a product. They fail at acquiring customers.”
@morganb growthhackers.com 4
Growth Is Everything
McKinsey & Co. studied 3,000 software companies with different growth ratesHigh-growth companies deliver 5x greater returns than medium growth companiesSupergrowers (CAGR > 60% at $100m mark) were 8x more likely to reach $1BIncrease in growth rates drive 2x the market capitalization as margin reduction in companies < $4BNo correlation between cost & growth rates
@morganb growthhackers.com 5
About Me
•15 year startup growth veteran
•Wrote Startup Growth Engines with Sean Ellis
•My hobby is studying fast growing companies
@morganb growthhackers.com 6
@morganb growthhackers.com 7
The Startup Pyramid
Great product is the table stakes for growthProduct/market fit determines your opportunityDon’t try to scale until you have solid retention metrics and/or qualitative feedback
Product/Market Fit
Stack the Odds
Grow
Source: Sean Ellis
@morganb growthhackers.com 8
@stuartkhall
•Maker of 7 Minute Workout
•2.3 million downloads
•$72k in profit
@morganb growthhackers.com 9
Get the Model Right
Penny Gap is even greater in mobileTop downloaded apps are all free with in-app purchases (except for Minecraft)Stuart Hall’s 7 Minute Workout saw a 3x revenue bump going from paid to IAP
@morganb growthhackers.com 10
Growth is a Process
ideas
prioritize
testanalyze
optimize
@morganb growthhackers.com 11
Cadence = Growth
@morganb growthhackers.com 12
Ideas
watch your usersPath found a 50x increase in DAU simply by watching the behavior of their users in the app and then opening up the app to other services.
get the team involvedGrowth is a team sport. Don’t try to figure out growth on your own. Growth is inclusive. Get everyone onboard and ideating.
feedbackUser feedback can be critical to finding the next ideas for your application. Read reviews, survey via email, do lots of customer development.
find your magic numberUnderstand what actions turn users into long-term retained and profitable users. Drive new users toward those behaviors.
@morganb growthhackers.com 13
Ideas
Ideate across all aspects of funnel: AARRRGet full team involved in “unbridled ideation”Create hypothesis behind the ideaKeep full pipeline — ideas are fuel for growth
@morganb growthhackers.com 14
Prioritize
impact. confidence. ease.
@morganb growthhackers.com 15
Test Constantly
Brian Balfour – Hubspot
The Sidekick growth team has run 1015 experiments since June 2014 and our
experiment throughput is accelerating. Each experiment produces learnings
@morganb growthhackers.com 16
Analyze
Discover the why can lead to breakthroughs in growthHotelTonight found poor data connections drove conversion rates UP.WHY?
@morganb growthhackers.com 17
Optimize
Find the Golden Motion / Magic NumberOptimize experience to get users to those milestonesContinually back test to ensure assumptions hold
@morganb growthhackers.com 18
Learning Drives Growth
Tamara Steffans –Accompli
“Our whole team understands what app store optimization is, what the right
keywords are, what has worked for us and what hasn’t. No matter what their role, they’re invested in understanding these
strategies themselves.”
@morganb growthhackers.com 19
Mobile Growth
@morganb growthhackers.com 20
Mobile Growth Stack
Andy Carvell –SoundCloud
@morganb growthhackers.com 21
Organic Mobile Growth
Organic Levers
ASO
Mobile SEO
Press
Partnerships
Inflection Points
Localization
Virality
@morganb growthhackers.com 22
ASO - How Visible are You Really?
@morganb growthhackers.com 23
ASO - Understand the System
bitly.com/asocheatsheetApp Name, Keywords, Icon, Screenshots, Updates, RatingSearch phrases ≠ keywordsDownload velocity
More: https://growthhackers.com/slides/mobile-growth-best-strategies-tools-tactics/ & http://www.slideshare.net/kolinko/appcodes-app-store-marketing-toolbox-11535165
@morganb growthhackers.com 24
ASO - Driving Positive Reviews
Don’t nag for reviews - ask at golden momentsRun down negative reviews and turn aroundUse Helpshift / Apptentive to address customer service issuesAsk for reviews after great CS experiences
https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca
@morganb growthhackers.com 25
Mobile SEO
Don’t forget mobile web trafficOptimize for high-intent searchesTest calls to actionLower CPI
@morganb growthhackers.com 26
Virality - User Referral Programs
Integrate with existing sharing behaviors (FB, Twitter, etc.)Create dynamic sharing imagesTap the address bookPersonalize the loop
@morganb growthhackers.com 27
Virality - User Referral Programs
Test where the ‘ask’ occursOptimize touchpointsMeasure everything
http://apptimize.com/blog/2014/05/conversion-funnels/
@morganb growthhackers.com 28
Virality - Net Promoters
28
On a scale of 0 to 10, how likely are you to refer your friends?
1
Detractors Neutral Promoters
2 3 4 5 6 7 8 9 100
Promoters Detractors—
Total= NPS
@morganb growthhackers.com 29
Virality - Net Promoter Score
Nilan Peiris –Transferwise
“Every app on your phone has an insanely high NPS.”
More: https://growthhackers.com/slides/slides-nps-driven-growth-by-nilan-peiris/
@morganb growthhackers.com 30
Net Promoter Works Both Ways
@morganb growthhackers.com 31
Virality - One to Many
From one-to-one to one-to-manyBrand ambassadors can be powerful acquisition sourceNeed to balance acquisition with quality
More: fusion.net/story/36462/lyft-brand-ambassadors-made-bank/
@morganb growthhackers.com 32
Inflection Points
Be a good ecosystem partnerLeverage short-term windows for boosts in growthOperating system launchesNewsjacking
@morganb growthhackers.com 33
Double Down
@morganb growthhackers.com 34
Relentless Execution Through Loop
ideas
prioritize
testanalyze
optimize
@morganb growthhackers.com 35
Helpful Tools
ASOAppAnnie, SenorTower, AppTweak, Helpshit, Apptentive, StoreMaven, AppCodes, MobileAction.co
Virality / Personalization
Branch.io, Yozio
Testing
Leanplum, Apptimize, Optimizely, TestFlight, Diawi, LookBack.io
Analytics
Branch.io, Yozio, Looker, Mixpanel, Google Analytics
@morganb growthhackers.com 36
Thank You!
@morganb growthhackers.com 37
Get in touch
daily growth newsletter :http://morganbrown.co
twitter.com/morganb
linkedin.com/in/morganb
"
#
$